Small Budget Marketing Campaign

Bronze
CAMPAIGN
Project Polo - turning probationary drivers into professional ones
AGENCY
DDB Group Hong Kong
CLIENT
Volkswagen Hong Kong Limited
BRAND
Volkswagen
DETAILS
The problem: How do you get probationary drivers to test drive the New Polo, when they feel guilty doing so without serious purchase intent?
 
The solution: You bring the test drive forward in the customer journey and change the whole experience – from sales tool to added-value service. Volkswagen Hong Kong created a special training program that set out to turn probationary drivers into professional ones by teaching them - on the road as well as on social media - how to handle the hurdles of Hong Kong traffic.
 
The results: The campaign not only helped drive consideration, conversion and key brand metrics, but also lifted sales of the New Polo by more than 30%.
 
Partners
Media Supporters
Media Supporters
Media Supporters
Media Supporters
Media Supporters
Media Supporters